MKTG 3810-Ch.4 – Flashcards
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Through which of the sources of information is a competitor least likely to reveal intelligence information
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internal marketing meetings
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Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence
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US security and exchange commissions database
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To combat marketing intelligence efforts by competitors, Unilever Corporation is now providing ___ to employees
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competitive intelligence training
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___ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
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marketing research
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What is the first step in the marketing research process
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defining the problem and research objectives
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Which of the steps in the marketing research process has been left out of the following list: defining the problems and research objectives, implanting the research plan, and interpreting and reporting the findings?
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developing the research plan
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Casual research is used to ____
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test hypotheses about cause-and effect relationships
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Managers often start with ___ research and later follow with ___ research
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exploratory; casual
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Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ___, which is often the hardest step to take
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defining the problem and research objectives
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The objective of ____ research is to gather preliminary
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exploratory
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In the second step of the marketing research process, research objectives should be translated into specific____
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information needs
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A plan for primary data collection spells out the specific research approaches, contact methods, ___, and instruments that researchers will use to gather data
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sampling plans
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Secondary data consists of information____
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that already exists somewhere and was collected for another purpose
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Information collected from online databases on the internet is an example of ___data
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secondary
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Which form of data below can usually be obtained more quickly and at a lower cost than others
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secondary
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Secondary data are
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sometimes not accurate
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Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is not one of them?
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It is generally more expensive to obtain than primary data.
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For primary data to be useful to marketers, it must be revenant, current, unbiased, and ____
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accurate
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Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?
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Observational research
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Ethnographic research ___
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is gathered where people live and work
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Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for gathering ___ information
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descriptive
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Fredia Pellerano has just discovered the major advantage of survey research. She reports to fer boss that the advantage is its
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flexibility
